Abstract
Online reviews have become an important source of information when online shoppers purchase products on shopping sites. Many researchers examined how online reviews affect the credibility of website and shopper’s purchase intentions. However, minimal studies have been conducted regarding how the credibility of website and purchase intentions are differently affected by the extent to which customers are engaged in online reviews. Therefore, this study aimed to examine the impact of customer engagement in online reviews on website credibility and purchase intentions. A total of 403 students completed questionnaires measuring Customer Engagement in Online Reviews, Website Credibility, and Online Purchase Intentions. One-way MANOVA was conducted to test how website credibility and online purchase intentions are affected by a level (low, medium, and high) of customer engagement in online reviews. The results of the study revealed that there were significant multivariate effects of the level of customer engagement in online reviews on website credibility and online purchase intentions. The study also found customer engagement in online reviews positively predicted website credibility, and website credibility significantly predicted online purchase intentions. This study provides online retailers and marketers with practical implications regarding relationship management through online reviews. Keywords: Customer engagement, online reviews, website credibility, purchase intentions DOI: 10.7176/JMCR/76-03 Publication date: February 28 th 2021
Highlights
Customer reviews have become an important source of information when shoppers purchase products online (Mathwick & Mosteller, 2017; Thakur, 2018)
The act of posting and reading online reviews substantially constitutes customer engagement (i.e., “a psychological state of mind that leads to frequent interaction with the focal object, such as a brand or a medium”, Thakur, 2018, p. 48) and allows customers to interact with each other (Mathwick & Mosteller, 2017; Rasool, Shah, & Islam, 2020; Thakur, 2018)
Descriptive statistics show that mean scores of website credibility and online purchase intentions according to the level of customer engagement with online reviews
Summary
Customer reviews have become an important source of information when shoppers purchase products online (Mathwick & Mosteller, 2017; Thakur, 2018). 48) and allows customers to interact with each other (Mathwick & Mosteller, 2017; Rasool, Shah, & Islam, 2020; Thakur, 2018) This suggests that online-review-driven customer engagement can affect purchase decisions and the relationship between customers and companies (Thakur, 2018)
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